Intro

How do you take a new location from quiet to cranking in under 12 months? In this episode of Profit Made Simple, Coach Dan Henderson sits back down with Conor Pedersen from Code 5 to unpack the exact playbook he used to add over 100 members at his North Ryde gym in less than a year. From choosing the right location and understanding local demographics, to running low-barrier offers and higher-ticket 5kg fat loss campaigns with rock-solid guarantees, Conor breaks down the real numbers, scripts, and systems behind consistent membership growth. Dan and Conor dig into community-based marketing through sporting clubs, school and local business partnerships, plus how to structure offers so everyone wins - the club, the members and the gym. They also explore how to incentivise your team with commission, stretch opportunities and leadership, so growth isn’t dependent on you doing every sales call.

If you’re stuck between 80–140 members and want a practical, community-driven strategy to break through to that next stage of growth, this episode is your roadmap.

Our favourite quotable moments:

“Don’t play the victim. You need to contact more people, create more JVs, and put yourself out there more often.” - Conor Pedersen

“If you don’t lose the five kilos in 12 weeks, we’ll train you for free until you do – as long as you follow the process.” - Conor Pedersen

“We want to impact 100,000 lives. The people that work with us need to be ready to grow, lead and leave their comfort zone.” - Conor Pedersen

Resources:

Dan Henderson - Website, Instagram, Facebook and YouTube

About Guest:

Conor Pedersen is the founder of Code 5, a small-group training brand with five gym locations, known for its community-first approach, results-driven challenges and innovative partnerships with local sporting clubs and businesses. He helps everyday people lose weight, build strength and become long-term members through simple, scalable systems that any gym owner can model.

About Dan:

Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple.

Related: gym growth, lead generation, paid ads, low barrier offers, guarantees, sporting clubs, corporate wellness, community marketing, staff incentives, challenges, weight loss, Code 5 Fitness